F Hinds strengthens online strategy

F Hinds has appointed a specialist digital strategy agency to build its online customer engagement programme.

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The jewellery and watch retailer, which was established in 1856, serves about 2 million customers every year and said that it hope to extend the service it offers on the high street to the web as a result of this new patnership.

Underwired has been hired to develop the brand’s digital marketing strategy and will work closely with the board of the brand.

F Hinds director Andrew Hinds said: "We have a close relationship with many of the customers who use our shops and we want to be able to extend that to provide the same quality of service to them online.

“Our outlook is long term so we only want to be in touch if we have something relevant to offer our customers as individuals. We chose Underwired because their approach mirrors ours and because they are straightforward and focused on the simple things which matter the most."

Underwired’s head of marketing strategy Matt Button commented: "We will build a long-term strategy using our experience and expertise from working with other retailers that remains true to the values and ethos of F. Hinds."

Underwired managing director Felix Velarde said: "Our first step is to understand what motivates customers at each step of the journey, so we can establish an engagement programme which resonates with their need states. In theory this could be delivered using a number of different digital channels so above all we have to start with an open mind.

“After all every retailer will have a different relationship – or sets of relationships – with its customers, and of course it’s the customers’ perceptions of how the relationship works that counts most."